UPDATE: H&M country manager says they are taking action to root out racism

H&M is embarking on a global and local anti-racism programme following the recent protests over a racist hoodie advertised online by the clothing chain.

H&M country manager Pär Darj said in a statement that it was clear that the usually high standards of checks and balances at H&M failed dismally.

The Economic Freedom Fighters stormed numerous H&M stores across the country on 13 January, demanding that the clothing chain leave the country and apologise for their racist actions.

“We know we let many people down,” said Darj. “We have apologised for the hurt and humiliation we have caused so many people after we produced a hoodie with the slogan ‘Coolest Monkey in the Jungle’ featuring a black child wearing a garment in our global store outside South Africa. Our position is clear. We got this wrong and we are deeply sorry.”

Darj added that racism was not in H&M’s DNA and that they would be making every effort to root out racism and any form of prejudice from their business.

“We have already taken urgent steps globally and locally to ensure that such offensive products are never produced in our name again.”

Darj added that H&M was a company committed to strong values and that they cared about the impact of their business on communities, adding that they have decided to focus more on their commitment to equity.

“We want to make a positive contribution to eradicating racism, both in South Africa and around the world.”

H&M also posted a statement indicating interventions they would be taking, particularly in South Africa, to prevent this racist action from re-occurring.

H&M stores have now reopened across the country and the company has assured customers and employees that their safety was of utmost importance. Darj said security had been improved at stores in South Africa.

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